| dc.description.abstract | The purposes of this research were to examine the effectiveness of physical attractiveness and expertise for different product types and product correlations. We presented two studies which were very similar in design and method. Study One was a 2 X 4 experiment in which investigated the effectiveness physical attractiveness and expertise, paring with different types of product which were categorized into 4 quadrants based on FCB model, on the advertisement attitude, advertisement credibility and purchase intention. In addition, we further investigated the interaction of endorser type by subject’s gender.
Study Two was a 2 X 3 experiment which manipulates the same endorsers in study one, physical attractiveness and expertise, for three different product correlations, complement, substitute and counteract and examined the effectiveness on advertisement. One personal variable, need for cognition(NFC), was added in study two in which examined the effects of NFC on consumer behavior by categorizing the subjects into two groups, high and low NFC.
The subjects were salary men and the results are summarized as following:
1.The physically attractive endorser was more favorable on advertisement attitude for four types of product in FCB Grid. On the other hand, there was no significant interaction effect on endorser type by product.
2.Study One showed significant endorser type by subject’s gender interaction on advertisement attitude. Particularly, the attractive female endorser generated more enhanced attitudes among males.
3.In Study Two, it presented a significant endorser type by product correlation interaction on advertisement attitude. The complement and substitute product were favorable when endorsed by attractive spokesperson versus expert spokesperson. However, expert endorser had no significant effect on advertisement attitude for counteract product correlation.
4.No endorser type by NFC interaction in Study Two.
5.In most conditions, the observed advertisement credibility and purchase intention were not significant for both endorser types, physically attractive and expertise. | en_US |